Amazon Marketing Cloud Step by Step Overview and Tutorial

hi guys and welcome to another video on our YouTube channel in today's episode I'm going to cover Amazon marketing Cloud now lately I've seen a lot of hype about it so for those of you who still don't know what it is how does it look like what are the basic functionalities this video is for you this is going to be an overview so like you just had your had your Amazon marketing cloud account created and several instances created for your marketplaces now to Define that you need an account level AMC Amazon marketing Cloud created like on an account level for your brand and then for each Marketplace that you selling you need to have an instance to have your Amazon marketing Cloud created you need to to contact your Amazon reprentative who's assigned to you if you if it's not assigned then good luck it's going to be a little bit more difficult for you but you can uh contact Amazon marketing Cloud support or raise the ticket and uh off to that kind of Journey um after you have your Amazon marketing Cloud created this is what it's going to look like so at first it's going to be kind of confusing but there's there are two ways that you can use Amazon Market Cloud so like a pro or like a regular user which which is totally fine um in this video I'm going to completely um make you not feel that uncomfortable because you're missing out uh because it you're not still but as the time goes by AMC is going to be one of the most important things for your account so this is the or the basic uh overview so what you can see is that you can use these filters and depending on what you want to accomplish you can click each one of these and limit filter the appropriate whatever you need to do so is it analytics is it an audience that you want to create is it for DSP or only for sponsor Brad or a mix then you will see a query editor here yeah instructional queries is that it's like a user interface type of creating a query query is like um if you're not familiar with SQL or SQL queries you actually type it's like a programming language that you type your type the code and pull the data from database so there's an option for you if you're familiar with that to write the query yourself and there are like instructional queries where you can just click what you want to accomplish and then add a few like it's it's a guided interface for that and you you can use the mix for both then let's go through all of these and uh let's see one example and how to use it at the end so uh this is the instructional query tab then you can move on to query editor where you can now we have an error because it's uh it's an empty query you can browse through different options over here is it like something related to conversions and whenever you find some field that you want to add to the editor you can you can type that definitely and you can also add it here add to editor or copy to clipboard or run a preview uh when you hover over each of these fields you will get a detailed explanation on how to use it and what that data set represents next up is the solutions um I ski these uh because I haven't been able to test that out so I'm not going to buy explaining something I don't know uh template analytics this one is probably going to one of your uh most important things because there are some pre-defined analytics templates that you can use like overlap campaign groups to determine how different campaign exposure groups work together to drive purchases um uh sponsor and DSP overlap this is very interesting report because without AMC see if you run DSP and your sponsor ads you actually cannot measure the impact of those two combined or separate but with the with AMC you can run a report an an analytics report and see how what was the actual outcome if somebody saw different type of sponsor ads and if somebody along with that saw your DSP ad what's the conversion rate what's the clicked rate and all the other most import metrics so you can browse through some of the basic templates like P to conversion new to Brand Gateway as Gateway Asin um are called that way so but in AAL it's the top Asin that bring the most new to Brand customer from from a brand so that's a Gateway as for example if a if if certain as bring is bringing you 80% of new to Brand uh buyers then that's a that's your gateway as so and you can run it important to see which one is that uh without it's this is possible of course without the AMC data but here you can you can have it with a few clicks uh then you have audience overlap uh to see if you have a few audiences and if they intersect on a certain um area or maybe uh to discover additional audience that maybe you were not aware before that that you can actually use them and that your potential buyers are actually actually part of a certain audience time to conversion it's really interesting one I think um I'll try to find that for you there's a example how that looks like uh it's also really really beneficial Google had that like 10 years ago but finally we're seeing that on on Amazon um you can see that for example after some after somebody saw your ad how quickly do they end up buying is it a minute is it 10 minutes one day 7 days 30 days depending on the product of course so it's really useful report so you see so many many things that you are not able to see anywhere else you can see in Amazon DSP uh there are some paid features that Amazon extended these paid features I think end of March it was like end of January now they extended that to to end of March um I haven't explored these but some of these are really interesting Brand Story insight's going to be uh paid and you can pause the this video and read what they uh had here have here as as an explanation there's an instance info and the to documentation that if you have enough time and knowledge you can go through that now this is a Sandbox uh environment so not all of the uh features are available because sandbox environment is like the environment where you can test bunch of things without uh it's like a controlled environment it's not a live account on any of the accounts that we manage it's like a Sandbox just you you can play there I'm going to pause the video and find a few queries for you so you can see it in action okay I've chosen this time to conversion instructional query so for each instructional query you will have like an an overview here what they uh I mean the doing an okay job in explaining what you want to accomplish and how to do it um so this template is has the limitation of 14-day attribution window so you need to wait for two weeks past the end of the campaign to run this query to capture or all conversions because if you stopped your campaign today or or didn't stop but you're interested to see the data uh on 24th of January you would have to wait additional two weeks before because of the attribution window for all possible conversions to appear as a reminder attribution window is for example if somebody clicks your ad today they can end up buying in next 14 days and if they end up buying in that window of time that's going to be attributed to the ad view that they had the one sorry not de view the the ad click uh and that's why you need to wait for additional 14 days moving on to report you name the report you select the date range H you can go up to last 90 days uh with this limitation of last two weeks of course you can assume th those now you can copy some campaign IDs here to only see this report and I think this is available from majority of the templates and queries that you run you can run it on a campaign level if you skip this option to enter campaign IDs and if you add certain campaign IDs then it's only for those campaign IDs which is which is great you can generate the file for the campaign names and ID is here so you can use it uh quickly so this is something that the query is going to look like when you when you run a successful query and don't be discouraged if you have if you see a bunch of Errors before your first query goes through happens all the time uh you're not alone on that so for example you would see something like this so this would be the campaign name pulled from from by the report because it's tit campaign ID and you will see like time to conversion purchases and total brand purchases so this would be a golden information for you this would uh give you an information on your remarketing campaigns if you want to if most of people are buying within 7 Days of initial uh of the last ad uh ad click then you will have your for example REM marketing set to bit really heavily on those 7 days unfortunately we still still don't have an option in sponsor ads to bet like one day on the same day remarketing a set of frequency cap like I don't know see my ad up to 10 10 times but still it's very it's very valuable information and some of the metrics explanations are down there so you can pause this one too uh now I'm going to move to the audiences and show you how audiences work because currently we find this audience is like the best uh use case for AMC so far okay for example let's go here so I moved to instructional queries I hit audience filter and uh let's do cart abandoners so audience that added to cart but did not purchase additional variations are like uh audiences who added to to to a wish list or or registry um or maybe those who saw the Amazon DSP campaign but not not another one so I'm going to select the card aband earners because it's a Sandbox environment as I said you cannot choose an Advertiser here so the I I cannot create the audience but you'll get the picture now you can see you can set the of course select your your account that you're managing uh audience type you can set like a rule based audience defined here or you can select a lookalike audience based on already existing audience and there are several different tiers of how broad you want to let system go so you can go like most similar one hover over here and it's going to be almost the same uh with the same properties as already defined so depending on relevance in AUD geography but most broad is going to be like huge so this is like up to 10 million and most s it's only 1 million so but uh to keep things yeah for this example cart abandoners if you take that sample of audience and create a lookalike audience so it's going to be who based on your cart Abend who are other people who who buy on Amazon who could potentially be your card abandoners I don't know potential buyers um so you define the name of an audience and if you manage multiple accounts or have multiple Brands I recommend due to the limitations that I will show you I would recommend to add also the brand name here so uh I would call this AMC uh audience like brand whatever Lego then something like um cart abandoners and now I I usually like to add like the data range last 30 days you you can add a description if it's description is very useful because because sometimes you will have multiple of these very often and if there are certain types of uh certain specifics like if if it's limited to the certain asence or certain um portfolio products like like part of your catalog then you want to add that as as a description so you don't mix it up uh there's an options to option to out adjust date uh but I just keep it usually at last 30 days and if you want you can select only for certain asence but if not it's just going to be like all C band which is not that precise because you don't want to add audience or uh somebody who saw your if you're selling a a football you don't want to add your cart abandoners to to the campaign that sells not only footballs but I don't know pencil cases or whatever else so try to be as specific as you can here but with the limitation that audience cannot be used in um sponsor ads in campaign manager if it's less than 2,000 people so that's a limitation so this may not work if you add additional asens to include this may not work if your account is not that big or if you don't have uh so many people in your audience of C banders if that's also limitation you will see that only after you create the audience Amazon's going to check the audience and create it it goes pretty quick uh like 30 minutes an hour depending on the audience size um and if it's too small then what you can do you can just increase the the date range you can go up to 365 days so that's that's like an a workaround then you hit create audience and what's going to happen when you create that audience you need to wait for a few days typically 48 hours or two days until that audience as an option uh appears in your campaign manager and this is how it's going to look like after a few days so don't get worried if you don't see it that that quickly so once you go to your campaigns under the bid adjustments this to be pil placement adjustments now bid adjustments you will see an option aside from all placements and Amazon business placements you will see additional option for audiences and there you're going to see only all shoppers and the stats for all shoppers and will have an options to change audience now the reason I told you how to add the brand name there because there's certain limitation when you click change audience you will have an option to don't increase bits for an audience and increase bits on a custom audience is created in AMC when you hit that you need to choose an audience so take a look at this one it's crazy it's like completely out of we don't even know what's happening which audience is is for what card abandoners I was expecting that it's going to be visible somehow is it for this Marketplace or that Marketplace so I made a mistake so I didn't name them correctly um so pay attention and decide how to call your audiences always so you choose an audience and you add your um modifier here you can see that it's not something big of a deal but we saw that after we increased bit adjustments to only to cut abandoners we made uh two sales and a cost is pretty decent so that's the use case this is how you want to use your audiences and still uh the limitation is that you can use only one custom audiences audience created in AMC per Campaign which is I don't know you can avoid um work around around that is that you can create additional campaign and uh for your for all of your audiences and you can segment them out by that uh so that's AMC um very often what you can experience is that you're just when you add audience and you add your bid adjustment modifier you're just going to hear crickets nothing's going to happen um try increasing your bid adjustments go up to 200 300 400 increase as much as you can let let it run for several days and see if uh you see something happening and yeah that's basically it uh enroll in AMC as soon as you can and experiment with that it's going to bring you many many benefits thank you guys for watching see you in the next video bye-bye